126000Rolex Oyster Perpetual 36$10,5008.0% over126710GRNRRolex Bruce Wayne$24,00023.5% over310.30.42.50.01.001Omega Moonwatch$5,8906.2% over124060Rolex Submariner$12,9905.7% over124300Rolex Oyster Perpetual 41$9,99015.0% over224270Rolex Explorer$9,4909.1% over126610LNRolex Submariner Date$14,5009.1% over126900Rolex Air-King$9,50014.8% over215.30.44.21.01.001Omega Seamaster Planet Ocean 600M$4,59512.3% over126610LNRolex Submariner Date$14,0005.4% over79030BTudor Black Bay 58$2,69910.8% under79830RBTudor Pepsi$3,2005.8% under126500LNRolex Cosmograph Daytona$33,75915.4% over124300Rolex Oyster Perpetual 41$9,0003.6% over126622Rolex Yacht-Master 40$15,89713.6% over126334Rolex Datejust 41$12,9414.5% under126600Rolex Sea-Dweller$11,9501.5% under116520Rolex Cosmograph Daytona$27,53926.2% over126333Rolex Datejust 41$15,5007.8% overSBGA211Grand Seiko Snowflake$5,07514.0% over15510STAudemars Piguet Royal Oak Selfwinding 41$38,9009.4% under226570Rolex Explorer II$11,3003.5% over326934Rolex Sky-Dweller$16,9884.5% under228238Rolex Day-Date 40$63,67536.9% over126300Rolex Datejust 41$9,00211.3% under79000NTudor Black Bay 54$3,89913.5% over126334Rolex Datejust 41$12,2669.5% under126610LVRolex Starbucks$15,69513.7% over116610LVRolex Hulk$21,89515.9% over126300Rolex Datejust 41$10,9958.3% over

Dealer markup vs private sales, by brand

Model fmv-v1 as of 12 Nov 2026 · 4 brands · Data: WATCH.MARKETS market values (methodology)

Findings

Across the market, the same pre-owned watch costs 6.1% more from a dealer than from a private seller. The markup is largest for Tudor (23.1%, about $785 on a typical $3,396 watch) and smallest for Rolex (3.7%, about $505 on a typical $13,799 watch). In dollars the gap is widest on the Rolex Cosmograph Daytona, where a dealer's price runs about $4,311 above a private sale.

Early data: fewer than 5 brands have 10 or more priced watches, so these numbers will move as coverage grows.

Average dealer markup
6.1%
Highest
23.1%
Tudor
Lowest
3.7%
Rolex

By brand

BrandDealer markup95% rangeOn a typical watchPriced watches
Tudor23.1%17.4% to 29.1%$785 on $3,3969
Audemars Piguet5.0%-2.9% to 13.5%$2,101 on $42,3126
Omega3.9%-2.9% to 11.2%$177 on $4,5809
Rolex3.7%1.7% to 5.7%$505 on $13,79939

Where the dealer premium costs the most

WatchPrivate saleDealer priceDifference
Rolex Cosmograph Daytona 126506$117,685$121,996$4,311
Audemars Piguet Royal Oak Jumbo Extra-Thin 15202ST$67,362$70,707$3,345
Audemars Piguet Royal Oak Chronograph 41 26240ST$53,477$56,132$2,655
Audemars Piguet Royal Oak Selfwinding 41 15510ST$42,945$45,077$2,132
Audemars Piguet Royal Oak Selfwinding 41 15500ST$41,679$43,749$2,070
Audemars Piguet Royal Oak Selfwinding 37 15450ST$37,434$39,293$1,859
Rolex Day-Date 40 228235$49,894$51,722$1,828
Audemars Piguet Royal Oak Selfwinding 41 15400ST$36,285$38,087$1,802
Rolex Day-Date 40 228238$46,509$48,213$1,704
Rolex Submariner Date 126618LN$37,001$38,356$1,355

How we measured it

Our fmv-v1 model compares dealer and private-seller copies of the same reference in the same month, with condition, box and papers, region and listing age held constant, so the gap is the seller effect alone. Asking prices are adjusted for the usual premium of an ask over a sale. Each brand's markup is estimated from its own comparisons and pulled toward the market-wide markup when a brand has few of them; the 95% range shows how precisely it is measured. A brand appears once it has at least 3 priced watches and 30 dealer and 30 private observations. See the methodology.

Data as JSON: /api/studies/dealer-markup · All data studies

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